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Industry: Email Alert RSS FeedAccord action plan.(News)(Honda Accord)(Brief article)
Advertising Age, September, 2007 by Halliday, Jean
Byline: jean halliday
Honda's challenge: Launch the redone 2008 Accord to a target that isn't traditionally a big buyer of the midsize car. The solution: its largest-ever spending on a new model, emotional creative and media spending that is less TV-centric, said Tom Peyton, senior manager-national advertising.
Spots , themed "Beyond the Road,'' from RPA, Santa Monica, Calif., show the Accord as ELO's "Hold on Tight'' plays. Honda aims to reach 90 million people Sept. 12 with a rich-media roadblock on Yahoo, MSN and AOL.
Honda worked with IMDB, MTV.com and Citysearch to gather their existing content with high Gen X appeal in one place for Accord to sponsor. IMDB is creating a microsite of its video content from 1980s movies. Accord is the...
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